TED Announces Winners of 2012 Ads Worth Spreading Marketing Challenge

Back to the StartTED is a nonprofit devoted to Ideas Worth Spreading. It started out (in 1984) as a conference bringing together people from three worlds: Technology, Entertainment, Design. Since then its scope has become ever broader.

Every year the nonprofit challenges companies to “communicate ideas with their consumers in the same way that TED wants to communicate with its audience.”

Six nomination teams of two – made up of one renowned TED speaker and one rising star from the advertising industry – sought out and nominated compelling ads from diverse areas of interest: Talk, Social Good, Cultural Compass, Creative Wonder, Brand Bravery and Storytelling. In addition, TED’s 25 Advocates from the advertising industry made valuable suggestions and nominations, while TED extended an open invitation to agencies, producers and brands to submit their work through the Ads Worth Spreading channel on YouTube to discover 10 pieces of incredibly compelling work from around the world.

Take a peak of what these companies came up with. Which video do you think is worth sharing?

Chipotle: Back to the Start

In flawlessly creative animation, witness the story of a small farmer who slowly converted his family farm to an industrial animal factory before seeing the errors of his ways, and discovering a more sustainable future. The soundtrack is stellar — country music legend Willie Nelson performs Coldplay’s haunting classic “The Scientist.”

Agency: Creative Artists Agency Los Angeles

Mazda: Defy Convention

Masahiro Moro, one of Mazda’s executives, gives a heartfelt talk about a secret that the city of Hiroshima and his company share — following conventional wisdom does not guarantee success. In fact, for a small company or a city facing incredible hardship, success comes from to defying popular opinion and following your vision without giving up.

Agency: Team Cosmos/JWT Germany/Team Mazda Europe

Engagement Citoyen: The Return of Ben Ali

In this radical voting campaign, Tunisian NGO Engagement Citoyen erected an enormous poster of ex-dictator Ben Ali in the capital of La Goulette, inspiring shock and anger in passersby. Citizens came together to tear the image down — only to discover the message, “Beware, dictatorship can return. On Oct 23, VOTE.”

Agency: Memac Ogilvy Tunisia

Sharpie: Start with Sharpie

This beautiful ad explores the inspiration and journey of a young illustrator who uses Sharpies to turn disposable coffee cups into works of art. It’s an authentic story that might inspire all of us to pick up a tool and create.

Agency: Draftfcb Chicago

Rethink Breast Cancer: Your Man Reminder

A brilliantly funny approach to a serious issue — Rethink Breast Cancer uses hot guys to remind women to check their breasts. The campaign encourages women to download the mobile app and choose their favorite man, receiving a pleasant monthly reminder of a possibly life-saving exercise.

Agency: john st. Toronto

L’oréal Paris: Aimee Mullins

In 2012, L’Oréal Paris chose Aimee Mullins as their spokesperson — an athlete, model, actor and an activist for women and the next generation of prosthetics. In this intimate talk created especially for Ads Worth Spreading, Amy explains why the brand’s iconic tagline, “Because you’re worth it,” has always held great meaning for her.

Agency: R/GA New York

Prudential: Day One: Linda

A chapter in a documentary-style series created by Prudential about Americans’ first day of retirement, this spot captures Linda Gutherie’s first thoughts on retiring early. Linda’s touching story shares how she confronts and learns from loss, in order to embrace every moment of retirement in happiness.

Agency: Droga5 New York

Microsoft Xbox: The Kinect Effect

When people took the Xbox Kinect technology and ran with it, dreaming up new things Microsoft hadn’t even imagined, they didn’t shut them down — they celebrated them.

Agency: twofifteenmccann San Francisco

NTT Docomo: Xylophone

To advertise the new “Touch Wood” mobile phone, Drill Inc. built a 144 foot xylophone in the middle of the forest, using only sustainably harvested wood. The sheer beauty and scale of the instrument is represented with perfect creative execution.

Agency: Drill Inc., Dentsu Inc. Tokyo

Canal+: The Bear

In this offbeat witty ad, a bear plays the part of a passionate director — complete with tantrums, moods and drama. A delightfully clever ending twist reveals the source of his passion and illustrates the brand tagline: The more you watch CANAL+ the more you love cinema..

Agency: BETC

Written by Ryan Lum

Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+


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